In recent years, China’s tourism industry has transitioned from rapid growth to high-quality development. As the domestic tourism market becomes increasingly saturated and tourists’ expectations rise, traditional scenic spots relying solely on natural beauty and historical heritage are struggling to attract visitors. Many attractions face the issue of “a thousand sights, one face,” lacking distinct cultural identity. True innovation is not about piling up entertainment projects but about making culture the soul of a destination. How to achieve innovation has become a key question for the sustainable development of scenic areas. To stand out in the fiercely competitive tourism market, Chinese attractions must pursue “effective innovation” across concepts, content, management, and technology.
From “Sightseeing” to “Experience”: Innovating Tourism Concepts
In the past, many attractions focused mainly on “seeing mountains, seeing rivers, and taking photos.” The visitor experience was monotonous, with short stays and low spending. Today, as “immersive experiences” become a new tourism trend, attractions must shift from mere sightseeing to interactive engagement.
‎For example, the Mogao Caves in Dunhuang use digital projection to recreate the splendor of ancient murals, allowing visitors to experience their beauty through light and shadow. The Chengdu Giant Panda Base offers “science education classrooms” where tourists can participate in feeding, observation, and conservation, deepening emotional connection and educational value.
‎This conceptual shift increases visitor participation, extends their stay, and encourages secondary consumption, creating a more engaging and memorable tourism experience.
Cultural Empowerment: Giving Attractions a “Soul”
The core of innovation lies in cultural depth. Many attractions appear lively but lack soul. True innovation must begin with culture — giving scenic areas stories, emotions, and warmth. Only by integrating culture into landscapes and experiences can destinations develop unique character and leave a lasting impression.
‎For instance, Xi’an’s Great Tang All Day Mall (Datang Never Sleeps City) uses Tang Dynasty culture as its foundation, blending music, dance, costumes, and lighting to create a grand “Tang-style feast” that draws countless young visitors. Similarly, Xijiang Qianhu Miao Village in Guizhou preserves and showcases Miao ethnic traditions, clothing, and festivals, creating a “living museum of ethnic culture.” These cases show that when culture truly “comes alive,” attractions gain uniqueness and depth.
Technological Empowerment: Building Smart Attractions
Technological innovation has become essential for improving management and enhancing visitor experiences. The use of artificial intelligence, big data, virtual reality (VR), and augmented reality (AR) brings unprecedented possibilities to scenic areas.
‎In management, attractions can use smart ticketing systems, visitor flow monitoring, and facial recognition to improve efficiency and safety. In experience design, VR and AR technologies allow tourists to “travel through time” and relive historical scenes. For example, Beijing’s Palace Museum has launched a “Digital Heritage Hall,” enabling visitors to admire artifacts in high detail within virtual space—breaking the physical limits of traditional exhibitions.
‎Smart guide systems, AI narration, and drone inspections also make trips smoother and more personalized. Technology not only makes attractions “smarter” but also aligns them with the digital lifestyle of younger generations.
Product Innovation: Extending the Tourism Chain
Innovation is not just about what visitors see, but also how they play and what they take away. Increasingly, scenic areas are developing diverse products to build a complete tourism ecosystem.
‎For example, Hangzhou’s West Lake promotes “Song Dynasty-style” experiences such as night tours, tea ceremonies, and Hanfu costume events, revitalizing its traditional image. Zhangjiajie offers “via ferrata” climbing and glass bridge adventures to attract thrill-seekers, while Lijiang and Yangshuo have developed boutique homestays, cultural products, and music festivals that expand the visitor experience.
‎By enriching product offerings, scenic areas are transforming from single-ticket economies to comprehensive consumption economies—shifting focus from traffic to retention.
Marketing Innovation: Making Attractions “Visible”
In the age of rapid information flow, scenic areas must know how to “tell good stories” to stand out. The rise of short videos, live streaming, e-commerce, and social media provides powerful marketing tools.
‎For instance, Zibo’s barbecue became a nationwide phenomenon through viral online exposure, boosting the city’s image. Pingtan in Fujian increased recognition by creating “internet-famous check-in routes” and collaborating with influencers. Attractions should embrace digital platforms, use content marketing, KOL collaborations, and digital advertising to build shareable “IP symbols.”
‎However, branding should go beyond fleeting hype and aim for lasting value. Festivals, cultural events, and cross-industry collaborations can help maintain strong, recognizable tourism brands over time.
Management Innovation: Balancing Systems and Service
Innovation is not only about outward change but also about internal reform. Many scenic areas still suffer from rigid management, poor resource integration, and weak service awareness. Effective innovation requires both institutional reform and service improvement.
‎On one hand, introducing market-oriented mechanisms can boost efficiency and competitiveness; on the other, standardizing and personalizing services can ensure visitors want to return. For example, Huangshan Scenic Area adopts a “management committee + enterprise” model, balancing resource protection with market operation.
‎A quality service experience is the softest yet strongest form of competitiveness for scenic destinations.
Innovation Leads Attractions Further
China’s scenic resources are abundant, but homogenization is severe. Only through innovation can attractions overcome stagnation and achieve sustainable growth. From ideas to culture, from technology to management, innovation should not be a temporary trend but a continuous mindset.
‎True innovation doesn’t just make attractions “new”—it makes them stronger. In the future, China’s scenic areas should become spaces where culture and technology intersect, and where tradition and modernity coexist—so that every journey becomes a genuine voyage of the heart.
